During the recent Gyeongju APEC Summit, two young women accompanying U.S. President Donald Trump captured unexpected public attention — Caroline Leavitt, White House Press Secretary, and Margo Martin, Special Assistant for Communications. Dubbed Trump’s “inner circle of influence”, their appearance in the trendy streets of Hwangridan-gil, Gyeongju, carried implications far beyond mere sightseeing. Beneath the surface lies a calculated mix of curiosity toward K-beauty, fascination with K-culture, and a new media strategy from Trump’s campaign designed to energize younger voters.
The “MAGA Girls” in Hwangridan-gil — More Than a Stroll, a Strategic Move
When Leavitt and Martin were spotted buying ice cream and K-beauty products in Hwangridan-gil, both Korean and international media took notice. These two aren’t just White House aides — they are key influencers within the MAGA (Make America Great Again) movement, wielding political and media influence that rivals established politicians.
What seemed like casual leisure may actually be a smart branding maneuver. Born in the 1990s, both women are fluent in social media culture, leveraging real-time content to solidify Trump’s online presence. Margo Martin’s lightning-fast uploads, often outpacing official press pools, exemplify “Trump-style publicity” — blending authenticity with visual storytelling. Their relatable image helps humanize Trump’s brand, softening his political persona through casual, approachable moments.
The Trump Camp’s Growing Fascination with K-Beauty
Leavitt’s Instagram post showcasing her K-beauty shopping haul deserves attention. It reflects how deeply Korean soft power — particularly K-beauty — now penetrates even the upper tiers of U.S. political culture.
Korean cosmetics are globally renowned for quality and innovation. When a symbolic figure like the White House Press Secretary publicly endorses them, it amplifies their global reach. Her post could easily spark product inquiries among her followers and MAGA supporters, boosting consumer interest in Korean brands. In effect, Leavitt’s social media activity doubles as a subtle marketing channel that enhances the credibility and desirability of Korean exports — a win for Korea’s beauty and consumer goods sectors.
Trump’s New Media Strategy: Young, Charismatic Communicators
President Trump’s reliance on young female aides is not merely a personal preference but a deliberate political strategy. These aides serve as both his public voice and his direct bridge to the MAGA base, bypassing traditional media outlets that the movement often distrusts.
Margo Martin’s on-the-ground videos — captured exclusively by insiders — embody the “de-mediatized” messaging approach: direct, unfiltered, and immediate. By publishing authentic visuals faster than mainstream journalists, Trump’s team ensures that his narrative reaches supporters without editorial distortion. Trump’s playful remarks — calling Leavitt’s speech “machine-gun fast” and Martin “the most beautiful photographer in the world” — underline their dual appeal: communication prowess and visual charisma. This fusion is designed to captivate younger audiences and digital natives, expanding the movement’s influence beyond its traditional base.
The “Hwangridan-gil Phenomenon” and Its Ripple Effects on the Korean Economy
The pair’s appearance in Gyeongju had more than aesthetic impact. Their casual “gelato and K-beauty” moments drew global curiosity toward the city’s cultural landmarks, potentially elevating Hwangridan-gil’s status as an international tourist destination.
This visit highlights how U.S.-Korea cultural exchange now extends beyond diplomacy — into consumer trends, tourism, and lifestyle industries. America’s growing appetite for K-culture is no longer confined to entertainment; it’s infiltrating political imagery itself. Observing pro-alliance rallies in Gyeongju, these aides may have also grasped Korean conservatives’ deep enthusiasm for the U.S.–Korea alliance, subtly reinforcing positive perceptions within Trump’s circle. In short, their casual activities served as a form of cultural diplomacy, strengthening Korea’s image within U.S. political elites.
The Fusion of Political “Cool” and K-Cultural Power
The “MAGA Women” — Caroline Leavitt and Margo Martin — have redefined political communication by blending hip, youth-driven social media strategy with Korean cultural appeal. Their time in Gyeongju illustrates how Trump’s political branding now draws strength from global cultural currents, while K-beauty and K-culture extend their reach deep into American political consciousness.
This synergy not only humanizes the Trump brand and reinforces MAGA unity but also generates economic and cultural dividends for South Korea. In the evolving landscape of U.S.–Korea relations, such indirect exchanges — through fashion, media, and lifestyle — may prove as influential as formal diplomacy itself.